Asymmetric Relationship Between Reference Group Influence on Pro-Health and Deviant Behaviors of Base of Pyramid Consumers

This research draws from social capital and reference group theories to examine how they influence healthy eating and alcohol abuse of low-income consumers. Data from 711 rural Indian show that asymmetric relationship between structural and cognitive social capital on healthy eating versus alcohol abuse and informational/normative influence moderators.



Citation:

Yam Limbu, Patrali Chatterjee, and C. Jayachandran (2014) ,"Asymmetric Relationship Between Reference Group Influence on Pro-Health and Deviant Behaviors of Base of Pyramid Consumers", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 339-342.

Authors

Yam Limbu, Montclair State University
Patrali Chatterjee, Montclair State University
C. Jayachandran , Montclair State University



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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